Tüketicilerin Algıladığı Kıtlığın Plansız Satın Alımlarına Etkisi: Çoklu Grup Analiziyle Bir İnceleme
Abstract
Tüketicileri anlamak ve satın alımlarını yönlendirebilmek her işletmenin temel
amaçlarındandır. Ancak yönlendirme yapabilmek için öncelikle bu davranışları tahmin edebilmek
gerekmektedir. Tüketicileri gruplayabilmek, pazar bölümlendirme ve hedef pazar seçimlerinde
işletmelere avantaj sağlamaktadır. Tüketicilerin planlı şekilde yaptığı satın alımların yanı sıra plansız
şekilde yaptığı satın alımlar da vardır. Plansız şekilde satın alım yapılmasının sebeplerinden birinin de
tüketicilerin satın alacakları üründe algıladıkları kıtlık olduğu düşünülmektedir. Yapılan bu
araştırmada algılanan kıtlık içsel ve dışsal olarak ele alınmıştır. Kadın tüketicilerin, erkek
tüketicilerin, Y kuşağı ve Z kuşağı tüketicilerinin algıladıkları içsel kıtlığın ve dışsal kıtlığın plansız
satın alımlarına etkisini anlamak amacıyla, AMOS programından çoklu grup analizine
başvurulmuştur. Bu çalışmaya 7-24 Nisan 2019 tarihleri arasında, çevrimiçi anket yolu ile 303
tüketici katılmıştır. Her örneklem grubu için ayrı ayrı kurulan yapısal eşitlik modelleri ile demografik
değişkenlere göre önemli farklılıklar tespit edilmiştir. Elde edilen bulgular yorumlanmış ve birtakım
sektörel ve akademik öneriler geliştirilmiştir.
References
- Aggarwal, P., Jun, S. Y. & Huh, J. H. (2011). Scarcity messages. Journal of Advertising, 40(3), 19-30.
- Beatty, S. E., & Ferrell, M. E. (1998). Impulse buying: Modeling its precursors. Journal of retailing, 74(2), 169-191.
- Bellenger, D. N., Robertson, D. H., & Hirschman, E. C. (1978). Impulse buying varies by product. Journal of advertising research, 18(6), 15-18.
- Block, L. G., & Morwitz, V. G. (1999). Shopping lists as an external memory aid for grocery shopping: Influences on list writing and list fulfillment. Journal of Consumer Psychology, 8(4), 343-375.
- Brannon, L. & Brock, T. (2001). Scarcity claims elicit extreme responding to persuasive messages: role of cognitive elaboration. Personality and Social Psychology Bulletin 27(3):365-375.
- Büyüköztürk, Ş. (2005). Anket geliştirme. Türk Eğitim Bilimleri Dergisi, 3 (2), 133-148.
- Byun, S.-E. & Sterquist, B. (2008). The antecedents of in-store hoarding: Measurement and application in the fast fashion retail environment. The International Review of Retail, Distribution and Consumer Research, 18(2), 133-147.
- Byun, S.-E., & Sternquist, B. (2011). Fast fashion and in-store hoarding: The drivers, moderator and consequences. Clothing and Textiles Research Journal, 29(3), 187-201.
- Chandy, R. K., Tellis, G. J., MacInnis, D. J., & Thaivanich, P. (2001). What to say when: Advertising appeals in evolving markets. Journal of Marketing Research, 38(4), 399-414.
- Clow, K., E. & Baack, D. (2005). Concise encyclopedia of advertising. The Haworth Press, NY, 145-145.
- Eisend, M. (2008). Explaining the impact of scarcity appeals in advertising. Journal of Advertising, 37(3), 33-40.
- Engel, J. F. & Blackwell, R. D. (1982). Consumer behavior (4th ed.) CBS Collage Publishing.
- Fornell, C., & Larcker, D. F. (1981). Structural equation models with unobservable variables and measurement error: Algebra and statistics. Journal of Marketing Research, 18 (3).,382-388.
- Fritchie, L. L., & Johnson, K. K. (2003). Personal selling approaches used in television shopping. Journal of Fashion Marketing and Management: An International Journal.
- Gabler, C. B., & Reynolds, K. E. (2013). Buy now or buy later: the effects of scarcity and discounts on purchase decisions. Journal of Marketing Theory and Practice, 21(4), 441-456.
- Gierl, H., Plantsch, M. & Schweidler, J. (2008) Scarcity effects on sales volume in retail, The International Review of Retail, Distribution and Consumer Research, 18:1, 45-61, DOI: 10.1080/09593960701778077
- Gupta, A., 2013. An integrated approach for mahua seed cake utilization. (Unpublished PhD Thesis, Centre Rur. Dev. Technol., Indian Inst. Technol.
- Hammil, G. (2005). Mixing and managing four generation of employees, FDU Magazine Online 12 (2). http://fdu.edu/newspubs/magazine/05ws/generations.htm.
- Kahneman, D. & Tversky, A. (1984). Choices, values and frames. American Psychologist, 39(4), 341-350.
Effect of Consumer’s Perceived Scarcity on İmpulsive Purchase Behaviour: Examination with Multi-Group Analysis
Abstract
Understanding consumers and being able to direct their purchases is one of the main goals
of all businesses. However, in order to be able to direct, it is necessary to predict these behaviors. It
provides advantages to businesses in grouping consumers, market segmentation and target market
selection. In addition to the planned purchases of the consumers, there are also unplanned purchases.
One of the reasons for unplanned purchases is thought to be the perceived shortage of products that
consumers will buy. In this research, the perceived scarcity was handled internally and externally. In
order to understand the effect of internal scarcity and external scarcity perceived by female
consumers, male consumers, generation Y and generation Z consumers, multiple group analysis was
applied from the AMOS program. 303 consumers participated in this study via 7-24 April 2019 by
online survey. Significant differences were determined according to demographic variables with
structural equation models established separately for each sample group. The findings obtained were
interpreted and some sectoral and academic suggestions were developed
References
- Aggarwal, P., Jun, S. Y. & Huh, J. H. (2011). Scarcity messages. Journal of Advertising, 40(3), 19-30.
- Beatty, S. E., & Ferrell, M. E. (1998). Impulse buying: Modeling its precursors. Journal of retailing, 74(2), 169-191.
- Bellenger, D. N., Robertson, D. H., & Hirschman, E. C. (1978). Impulse buying varies by product. Journal of advertising research, 18(6), 15-18.
- Block, L. G., & Morwitz, V. G. (1999). Shopping lists as an external memory aid for grocery shopping: Influences on list writing and list fulfillment. Journal of Consumer Psychology, 8(4), 343-375.
- Brannon, L. & Brock, T. (2001). Scarcity claims elicit extreme responding to persuasive messages: role of cognitive elaboration. Personality and Social Psychology Bulletin 27(3):365-375.
- Büyüköztürk, Ş. (2005). Anket geliştirme. Türk Eğitim Bilimleri Dergisi, 3 (2), 133-148.
- Byun, S.-E. & Sterquist, B. (2008). The antecedents of in-store hoarding: Measurement and application in the fast fashion retail environment. The International Review of Retail, Distribution and Consumer Research, 18(2), 133-147.
- Byun, S.-E., & Sternquist, B. (2011). Fast fashion and in-store hoarding: The drivers, moderator and consequences. Clothing and Textiles Research Journal, 29(3), 187-201.
- Chandy, R. K., Tellis, G. J., MacInnis, D. J., & Thaivanich, P. (2001). What to say when: Advertising appeals in evolving markets. Journal of Marketing Research, 38(4), 399-414.
- Clow, K., E. & Baack, D. (2005). Concise encyclopedia of advertising. The Haworth Press, NY, 145-145.
- Eisend, M. (2008). Explaining the impact of scarcity appeals in advertising. Journal of Advertising, 37(3), 33-40.
- Engel, J. F. & Blackwell, R. D. (1982). Consumer behavior (4th ed.) CBS Collage Publishing.
- Fornell, C., & Larcker, D. F. (1981). Structural equation models with unobservable variables and measurement error: Algebra and statistics. Journal of Marketing Research, 18 (3).,382-388.
- Fritchie, L. L., & Johnson, K. K. (2003). Personal selling approaches used in television shopping. Journal of Fashion Marketing and Management: An International Journal.
- Gabler, C. B., & Reynolds, K. E. (2013). Buy now or buy later: the effects of scarcity and discounts on purchase decisions. Journal of Marketing Theory and Practice, 21(4), 441-456.
- Gierl, H., Plantsch, M. & Schweidler, J. (2008) Scarcity effects on sales volume in retail, The International Review of Retail, Distribution and Consumer Research, 18:1, 45-61, DOI: 10.1080/09593960701778077
- Gupta, A., 2013. An integrated approach for mahua seed cake utilization. (Unpublished PhD Thesis, Centre Rur. Dev. Technol., Indian Inst. Technol.
- Hammil, G. (2005). Mixing and managing four generation of employees, FDU Magazine Online 12 (2). http://fdu.edu/newspubs/magazine/05ws/generations.htm.
- Kahneman, D. & Tversky, A. (1984). Choices, values and frames. American Psychologist, 39(4), 341-350.
Details
| Primary Language | Turkish |
|---|---|
| Journal Section | Makaleler |
| Authors | |
| Publication Date | April 30, 2021 |
| Acceptance Date | January 14, 2021 |
| Published in Issue | Year 2021 Issue: 58 |
Cited By
Algılanan Kıtlık Durumunun Ve Demografik Özelliklerin Tüketicinin Panik Satın Alma Davranışı Üzerindeki Etkisi
Afyon Kocatepe Üniversitesi Sosyal Bilimler Dergisi
https://doi.org/10.32709/akusosbil.1229128
Plansız Satın Alma Davranışını Anlamada Algılanan Kıtlığın Rolü: Materyalizm ve Moda Liderliği Bağlamında Bir Değerlendirme
İnsan ve Toplum Bilimleri Araştırmaları Dergisi
https://doi.org/10.15869/itobiad.1456120
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